{"id":226476,"date":"2022-05-19T14:16:19","date_gmt":"2022-05-19T12:16:19","guid":{"rendered":"https:\/\/mypr.co.za\/?p=116147"},"modified":"2022-05-19T14:16:19","modified_gmt":"2022-05-19T12:16:19","slug":"brand-inc-creates-a-thumb-stopping-social-campaign-to-launch-the-fifa-22-championship-on-the-toyota-gaming-engine","status":"publish","type":"post","link":"https:\/\/www.myza.co.za\/press\/brand-inc-creates-a-thumb-stopping-social-campaign-to-launch-the-fifa-22-championship-on-the-toyota-gaming-engine\/","title":{"rendered":"Brand Inc. creates a thumb-stopping social campaign to launch the FIFA 22 Championship on The Toyota Gaming Engine"},"content":{"rendered":"<aside class=\"scaip scaip-1 \">\n<aside id=\"republication_tracker_tool-2\" class=\"republication_tracker_tool clearfix\">\n<h5 class=\"adtitle\">Republish for Free<\/h5>\n<div class=\"license\">\n<p><button name=\"Republish This Story\" id=\"cc-btn\" class=\"republication-tracker-tool-button\">Republish This Story<\/button><\/p>\n<p><a class=\"license\" rel=\"noreferrer license noopener\" target=\"_blank\" href=\"http:\/\/creativecommons.org\/licenses\/by-nd\/4.0\/\"><img decoding=\"async\" alt=\"Creative Commons License\" class=\"lazyload\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/05\/brand-inc-creates-a-thumb-stopping-social-campaign-to-launch-the-fifa-22-championship-on-the-toyota-gaming-engine.png\"><\/a><\/p>\n<p><img decoding=\"async\" alt=\"Creative Commons License\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/05\/brand-inc-creates-a-thumb-stopping-social-campaign-to-launch-the-fifa-22-championship-on-the-toyota-gaming-engine.png\"><\/div>\n<div class=\"message\">\n<p>Republish our articles for free, online or in print, under a Creative Commons license.<\/p>\n<\/div>\n<\/aside>\n<\/aside>\n<p>Brand Inc., the creative sponsorship agency from the HaveYouHeard Group, heroed the humble thumb in a new campaign to promote a nation-wide FIFA 22 tournament, hosted on The Toyota Gaming Engine (TTGE).<\/p>\n<p>The tournament saw some of the country\u2019s top FIFA players go head-to-head for R60 000 in prize money alongside an open playing field of anyone with a thumb.<\/p>\n<p>The campaign ignited a spat between Jason Goliath and Kwesta that culminated in a feud-settling exhibition match hosted at the TTGE \u2018Thumbderdome\u2019 in front of a stadium crowd of cheering thumbs. This featured a live half-time performance from Kwesta\u2019s own thumb and backing band \u2018The Cuticles\u2019, with thumbentary by local shoutcaster Sam \u2018Tech Girl\u2019 Wright and comedian Glen Biederman-Pam\u2019s thumb.<\/p>\n<p>Thanks to the agency\u2019s unusual and highly engaging approach, the campaign quickly gained traction on social with thousands of viewers drawn in by the drama, the rivalry, the action, and the shameless thumb puns.<\/p>\n<p>Watch to see how the feud escalated into an all-out thumb war: https:\/\/www.instagram.com\/p\/CbcUXrJDieq\/<\/p>\n<p>Dubbed \u2018Thumbderdome: Battle of the Opposables\u2019, the campaign\u2019s key objective was to spike interest in the Toyota Gaming Engine and Toyota Gaming content with all kinds of South Africans \u2013 not just avid gamers or gaming fans.<\/p>\n<p>\u201cEsports is one of the biggest and fastest growing sports in the world. Not just for players, but for fans and a growing audience of spectators who love the entertainment built around the sport\u201d, said the agency\u2019s Head of Sponsorships, Izak van der Walt.<\/p>\n<p>\u201cTo get the best return for Toyota we created content that was impossible to scroll past whether you\u2019re a die-hard fan of FIFA or not.\u201d<\/p>\n<p>\u201cPeople are on social for the content, not the ads,\u201d said Joshua de Kock, Creative Director. \u201cWe needed to find a fresh, entertaining way to cut through.<\/p>\n<p>\u201cWe thought \u2018Who are the unsung heroes of gaming?\u2019 looked down at our hands in wonder and realised it\u2019s the THUMB. Thumbs dragged us out of the primordial soup, thumbs gave us the tools to master the wilderness, and thumbs are how we destroy our opponents in FIFA.<\/p>\n<p>\u201cSo, we created a campaign that puts thumbs front and centre, told in the tone of epic, ridiculous action movies, and crafted with the aesthetic of memes.<\/p>\n<p>\u201cWe recruited Kwesta and Jason Goliath to help us lead the charge, and they went from throwing shade on social, to training their thumbs for the ultimate throw down in the Thumbderdome with a best-of-3 FIFA tournament of their own. Kwesta won 2-1 after his thumb performed live at the Thumbderdome Half-Time Show.\u201d<\/p>\n<p>Watch them train here: https:\/\/www.instagram.com\/p\/CbffWevlMPz\/ and here: https:\/\/www.instagram.com\/p\/Cbff459F6GW\/ and check out Kwesta\u2019s performance here: https:\/\/www.instagram.com\/p\/CcGFG0bjcSM\/<\/p>\n<p>Thanks to the campaign, entries into the tournament were snapped up within three hours of opening, and campaign content earned over 12.3 million impressions and 235k engagements in just 4 weeks with an AVE of R3.6 million.<\/p>\n<p>You can view the whole campaign here:<\/p>\n<p>The video that launched Thumbderdome to South Africa: https:\/\/www.instagram.com\/p\/CazHmsEqw6O\/<br \/>The feud escalates into a celebrity exhibition match: https:\/\/www.instagram.com\/p\/CbcUXrJDieq\/<br \/>Jason\u2019s Thumb goes into training: https:\/\/www.instagram.com\/p\/CbffWevlMPz\/<br \/>Goliath\u2019s Thumb goes into training: https:\/\/www.instagram.com\/p\/Cbff459F6GW\/<br \/>Trailer to the grand finale: https:\/\/www.instagram.com\/p\/CbxcevSDzTr\/<br \/>The full grand finale, voiced over by celebrity \u201cthumbentators\u201d Glen Biderman-Pam and Sam \u201cTech girl\u201d Wright: https:\/\/www.instagram.com\/p\/CbxcevSDzTr\/<\/p>\n<p>Brand Inc. is the creative sponsorship agency from the HaveYouHeard Group, an integrated collection of entrepreneurial creative businesses, immersed in culture to influence it.<\/p>\n<p>Credits:<br \/>Agency: Brand Inc. \u2013 HaveYouHeard Group<br \/>Executive Creative Director: Dan Berkowitz<br \/>Creative Directors: Joshua de Kock, Wade Barnes<br \/>Copywriters: Joshua de Kock, Sumani Mjojo<br \/>Art Directors: Wade Barnes, Roxanne Simpson<br \/>Project Managers: Izak van der Walt, Lise-Jo Snyman, Sinethemba Witbooi, Lisa Jansen van Vuuren<br \/>Content Director: Jon Savage<br \/>Content Producer: Jerome Williams<br \/>Influence Manager: Denver Burgess<br \/>Digital Lead: Sue Disler<\/p>\n<p><a href=\"http:\/\/mypr.co.za\/contact\/featured\/\">CLICK HERE to submit your press release to MyPR.co.za<\/a>.<\/p>\n<p> <span class=\"post-views-icon dashicons dashicons-chart-bar\"><\/span> <span class=\"post-views-label\">Press Release Views:<\/span> <span class=\"post-views-count\">66<\/span> <\/p>\n<div class=\"entry-pagination pagination\">Pages: <span class=\"post-page-numbers current\"><span class=\"screen-reader-text\">Page <\/span>1<\/span> <a href=\"https:\/\/mypr.co.za\/brand-inc-creates-a-thumb-stopping-social-campaign-to-launch-the-fifa-22-championship-on-the-toyota-gaming-engine\/2\/\" class=\"post-page-numbers\"><span class=\"screen-reader-text\">Page <\/span>2<\/a><\/div>\n<p><a href=\"https:\/\/mypr.co.za\">Source: MyPR.co.za<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Republish for Free Republish This Story Republish our articles for free, online or in print, under a Creative Commons license. Brand Inc., the creative sponsorship agency from the HaveYouHeard Group, heroed the humble thumb in a new campaign to promote a nation-wide FIFA 22 tournament, hosted on The Toyota Gaming Engine (TTGE). The tournament saw [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":226477,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[9021,1],"tags":[3257],"class_list":{"0":"post-226476","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mypr","8":"category-south-africa","9":"tag-mypr","10":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/05\/brand-inc-creates-a-thumb-stopping-social-campaign-to-launch-the-fifa-22-championship-on-the-toyota-gaming-engine.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/226476","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/comments?post=226476"}],"version-history":[{"count":0,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/226476\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media\/226477"}],"wp:attachment":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media?parent=226476"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/categories?post=226476"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/tags?post=226476"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}